Nafnaf
Parisian ready-to-wear and accessible fragrance.
NafNaf was founded in 1973 by the Pariente brothers Gérard and Patrick in Paris, initially as a youth fashion label whose name — French slang for "woof woof" — matched its playful, irreverent positioning. Through the 1980s the brand became a symbol of French youth culture, sitting alongside Chevignon and Naf Naf as shorthand for accessible Parisian street fashion. Fragrance entered the picture in 1991 through a partnership with L'Oréal. The first scent, Une Touche de NAFNAF, became the top seller in its mass-market category. Subsequent releases — Expression, Fashion Instinct, the 2007 self-titled NafNaf composed by Bernard Ellena — tracked the fashion-fragrance arc of a brand that has always been more about feeling contemporary than about perfumery statement. After multiple ownership changes, NafNaf sits today within the SY Corporation portfolio and continues producing accessible fragrances that pair with its clothing lines. The brand suits wearers whose primary relationship to fragrance is through fashion retail rather than perfumery shops — current, wearable, and unpretentious in its ambitions.
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
